Seeking to raise awareness and inspire action within the creative and tech-savvy SXSW community, Sandy Hook Promise's campaign was brought to life through a powerful collaboration with Artist For Action. AFA introduced Take Action x SXSW with a two-night activation kicking off SXSW’s Music Week at Mohawk with a headline performance by Everclear. The following day, the coalition hosted a Day Summit focused on mental health awareness in the music industry, featuring thought-provoking panels and meaningful discussions with artists and experts.
The momentum built to a moving finale at Empire, where a sold-out crowd experienced an unforgettable showcase headlined by Ginuwine and Aly & AJ.
Take Action x SXSW
Client:
Artist For Action / Sandy Hook Promise
2025
Take Action x SXSW
Artist For Artist
Process
Along with the Showcases and Summit, life-sized Hope and Memorial Bear installations created a striking visual presence, educating attendees about the PSA and its message. Branded merchandise, informational materials, and an emotional premiere of "A Teddy Bear’s Dream" capped off a series filled with unity, purpose, and hope.
Take Action x SXSW
Artist For Artist
Results
With over 7000 RSVP's and a two-night total attendance of over 4000 people, Take Action x SXSW was one of the most talked about Showcases during Music Week. With major coverage from CBS, Variety and The Austin Statesman, the impact was felt far and wide.
Project Services:
/ Production / Talent Booking / Budget Management / PR Strategy / Creative Strategy / Social Impact / Venue Sourcing / Festival Integration / Merch Production / Partnership / Sponsorship / Brand Activation / Content
/ Production / Talent Booking / Budget Management / PR Strategy / Creative Strategy / Social Impact / Venue Sourcing / Festival Integration / Merch Production / Partnership / Sponsorship / Brand Activation / Content
Artist For Artist
NYC
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Testimonials:
"AFA exceeded all of my expectations and truly delivered! They nailed every aspect. We will certainly work with AFA in the future."
Jermi Gorman
President of Worldwide Advertising
Netflix
"Working with AFA has provided amazing artist and fan experiences with crucial give back opportunities for our foundation and non-profit partners."
Beth Heidt
Chief Marketing Officer
Gibson Brands, Inc.
"Artist For Artist understands how to execute a successful event from all angles and always deliver. Production stands out when you can feel the passion that’s driving it behind the scenes. With AFA, this is always the case."
James Minor
VP of Festival
SXSW